Six years ago, I bought a loose diamond from Whiteflash for my wife's engagement ring. I had done some research online, and Whiteflash kept coming up as a reputable, reliable source for really great stones at great prices. And I found that to be very true. But what impressed me most, and what has brought me back to Whiteflash numerous times since then - for a pair of diamond stud earrings, and a diamond-and-sapphire necklace - was the great and really personal service I received. I saw a Whiteflash diamond listed on another site (if you've shopped, or are shopping, for a loose diamond, you probably know the one), and I contacted Whiteflash about it. Based on my criteria and my priorities in what I was looking for in a diamond, they actually suggested to me a different stone that I had not seen. It was absolutely what I was looking for. Throughout the entire transaction, my Whiteflash contact was helpful, informative, and went out of the way to make the experience easy for me. They shipped the diamond (promptly and safely) to an appraiser of my choosing, and it appraised for more than what I paid for it, which was reassuring. To this day, that stone (and of course, the ring it sits in) is one of her most prized possessions. It's one thing I got for her that I definitely ""got right."" I was so pleased, and so comfortable, with my experience that when it was time to look for more diamond jewelry, there was no doubt that Whiteflash would be my first stop. I've bought several more pieces over the years, and have never been disappointed in the quality of the items (the diamonds as well as other components), the design, the value, or the service. I would highly recommend Whiteflash to anyone looking for loose diamonds or jewelry.